Jeep is bringing back the Cherokee, a nameplate it hasn’t used in North America for more than a decade. It will adorn a new crossover that represents a big departure for the brand in terms of styling.

The 2014 Jeep Cherokee, which replaces the lackluster Liberty in the lineup, makes its debut at the New York International Auto Show in late March, but the design is already stirring up controversy.

“The evolution from the old, boxy Cherokee to the current Liberty and now to this has been pretty stunning in terms of the shape-shifting that we’ve seen,” says Mike Wall, auto analyst with IHS Automotive, a consulting firm in Northville, Mich.

The original full-size Cherokee, sold from 1974 to 1983 and known to insiders as the SJ series, was one of the very first sport utility vehicles. A downsized version, called the XJ series by Jeep enthusiasts, replaced it in 1984 and lasted until 2001 with few changes in between. It is exalted among off-road enthusiasts for its rugged capabilities and simple, handsome design.

The compact Liberty that replaced the Cherokee in 2002 is another story. It never quite lived up to its predecessor’s reputation, partly because it simply lacked the Cherokee’s rustic charm. Now, the 2014 Jeep Cherokee fills the void left by the Liberty, discontinued after the 2012 model year, and goes in an entirely different direction.

The new Cherokee retains the brand’s trademark front grille with seven vertical slats, but that’s about all its bulbous front end has in common with other Jeeps. “This is going to be polarizing, no question,” Wall says of the radical design change.

The lights, in particular, have a unique look. Small trapezoidal headlights are set low, toward the bottom of the grille. Orange and white turn signals look like angry eyebrows above the headlights, while small fog lamps are recessed into the lower bumper.

Considering how much of a departure this new look is for the brand, Jeep is likely trying to broaden its appeal and attract buyers that normally wouldn’t consider its vehicles, Wall says. “I do think they’re trying to carve out a niche with some other demographics, whether it’s a more youthful buyer or perhaps a female buyer.”

The 2014 Jeep Cherokee probably won’t appeal to the typical Wrangler or Grand Cherokee fan, though, and not just because of the styling: It lacks the rugged underpinnings of its predecessors. That means it won’t be a workhorse capable of heavy-duty towing and hauling or serious off-roading. “It’s much more akin to a soft-roader, for lack of a better term,” Wall says.

Jeep does use the expression "no compromise" to describe the new Cherokee in the brief press release announcing its debut, which implies that it will have at least some off-road capability. "The question is, will it get that 'trail rated' badge as an option," Wall says, referring to the rating Jeep gives vehicles it has engineered to withstand the abuse of the treacherous Rubicon Trail, a 22-mile-long route in the Sierra Nevada mountains where it conducts testing. "They may be able to thread the needle with that, but it is a different vehicle than the Wrangler."

Jeep is not the only manufacturer to water down its SUVs of late. Ford and Nissan have already done so with the Explorer and Pathfinder, respectively. This follows a trend where automakers are replacing robust, truck-based SUVs with lighter, more fuel-efficient, car-based crossovers.

The upshot is that the 2014 Jeep Cherokee will ride better on the road and will see improvements in fuel economy of more than 45 percent compared to the outgoing Liberty, according to Chrysler, Jeep’s parent company. (Chrysler, in turn, is now owned by .)

The Jeep Cherokee first launched as a 1974 model, shown here. It was basically a two-door version of the Jeep Wagoneer, which dated back to 1963. (Credit: Jeep)

The Liberty’s six-cylinder engine averaged a low 17 to 18 miles per gallon, according to Environmental Protection Agency estimates, depending on whether it was paired with two-wheel drive or four-wheel drive. Chrysler has not released details about the engines for the 2014 Cherokee.

“The big question in general would be why Jeep didn’t go with a completely new name for this thing, because it is such a marked departure from the previous Cherokee,” Wall says.

One reason could be that the company wants to play off the heritage of the nameplate to bolster the brand. Plus, Wall points out that the Liberty was already called the Cherokee in other markets outside the United States, so using the name fits with Chrysler’s current focus on creating cars with global appeal.

“It’s interesting that you’re seeing them take chances on the design side,” Wall says. “It won’t necessarily fit with everybody’s tastes, especially the Jeep fans who like that traditional, boxy look of the old Cherokee and Grand Cherokee. But an argument can be made that Jeep will still be able to support those traditional buyers with other offerings as it tries to move into other areas of market.”

After its unveiling at the New York auto show, the 2014 Jeep Cherokee is expected go on sale in the third quarter. Chrysler says it won't release any technical details about the Cherokee ahead of the auto show.

Though pricing has not been announced, Wall says he expects the Cherokee to be priced close to the 2012 Liberty, which started at $23,395.